Caselet Code : CLSM020
Publication date : 2005
Subject : Services Marketing
Industry : Real estate and housing
Length :
 04 Pages
Price :  Rs. 100 (Detailed Pricing Info)

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Abstract

The caselet gives an overview of the housing market in the US. It talks about Pulte Homes, a leading home builder in the US. In 2001, Pulte Homes acquired Del Webb, the market leader in 'active adult communities' homebuilding segment. The caselet provides details about Del Webb's segmentation of the housing market, with a focus on the adult segment. Finally, it examines various service offerings of Del Webb catering to various segments of 'active adult communities'.
 


Issues:

» Housing market in USA

»  Prominence of baby boomers as a market segment

» 'Active Adult communities'

» Segmentation in services marketing


Key words:

Housing Market, "Active Adult Community", Pulte Homes, Home Builders, Del Webb, Segmentation, Customer Needs, Sun City, Age-Restricted Communities, Baby Boomers, Sun City Grand, Country Club Lifestyle, Solera, Positioning, Corte Bella, Anthem.
 

Questions for Discussion:

1. What were the reasons that led to the increase in demand for 'active adult communities' in the US real estate industry? What should a company like Pulte Homes do to identify the evolving needs of their customers?

2. Do you think that Pulte Homes has selected the right segment to target? If so, why? Evaluate the STP marketing strategies adopted by Pulte Homes.